Showing papers in "Journal of Relationship Marketing in 2015"
TL;DR: In this article, the authors examined the relationship between trust, satisfaction, behavioral intentions, and positive word of mouth (WOM) in the OSN context and found that trust is a vital component for OSN marketing.
Abstract: In the past few years, online social networks (OSNs) have become among the most frequently visited sites on the Internet. Consumers rely on other users’ comments and reviews prior to purchasing products and services; therefore, the role of OSNs in consumers’ decision-making process has become an important marketing phenomenon. Contemporary companies are trying to create online communities and engage users to post positive word of mouth (WOM) in OSNs and build long-lasting relationships with consumers. A review of the literature underlines the role of satisfaction and trust in customer–company relationships. This study examines the relationships between trust, satisfaction, behavioral intentions, and WOM in the OSN context. An online questionnaire was deployed and a structural equation model was implemented to test a theory-driven model. Findings indicate that trust is a vital component for OSN marketing. In online environments, trust tends to have a positive influence on satisfaction, and satisfaction par...
41 citations
TL;DR: In this article, a comprehensive review of CRM and relationship marketing in the area of hospitality and tourism from 2001 to 2013 is presented, where the authors identify major focus areas and research methodologies adopted in CRM/RM research from 2001-2013 followed by implications for future research.
Abstract: Owing to the importance of customer relationship management (CRM) and relationship marketing (RM) in hospitality, there is a need to do a comprehensive review of academic research in this domain. This article attempts to synthesize CRM and RM research in the area of hospitality and tourism from 2001 to 2013. The purpose of this study is to identify major focus areas and research methodologies adopted in CRM and RM research from 2001 to 2013 followed by implications for future research. The study includes 78 research articles from 19 leading hospitality and tourism journals. An analysis of methodologies/types of research study and themes of studies was done. The study shows how CRM and RM have advanced in terms of focus areas, paradigm shifts, and data analysis techniques applied and also explores what could be future research areas. This article will give insights to future researchers in CRM and RM areas. The objective of this study is to explore the state of the art of CRM/RM-based research published in...
30 citations
TL;DR: In this paper, an extensive review of the marketing literature relating to branding, relationship marketing, and marketing communications with a view to identifying effective ways to enhance brand personality, brand image, and brand awareness as well as relationship quality and, ultimately, customer retention.
Abstract: The research aims to investigate how to improve relationship quality and retain customers through marketing communications. The article presents an extensive review of the marketing literature relating to branding, relationship marketing, and marketing communications with a view to identifying effective ways to enhance brand personality, brand image, and brand awareness as well as relationship quality and, ultimately, customer retention. The exogenous constructs of the conceptual model include influential factors such as marketing communications, brand personality, brand image, and brand awareness. The endogenous constructs include cognitive and affective customer evaluations such as customers’ trust, satisfaction, value, and the resultant brand loyalty (retention). It is found that brand equity is important in determining customer expectations, which is an antecedent of customer satisfaction. Consumers will be satisfied with the brand if the initial expectations of the brand are nearly or entirely met. I...
29 citations
TL;DR: In this paper, the authors developed and tested a theoretical model considering perceived value, service provider reputation, trust, and switching costs as determinants of customer retention in corporate health plans.
Abstract: In service companies, maintenance and expansion of relational exchanges reinforce customer retention as a differentiator from the competition. In this research we developed and tested a theoretical model considering perceived value, service provider reputation, trust, and switching costs as determinants of customer retention. After that, a survey was done, and analysis of the results was performed using structural equation modeling with a sample of 269 client companies of corporate health plans. The contributions of the specified theoretical model, considering its uniqueness, proved that perceived value positively influences service provider reputation, service provider reputation has a direct impact on trust and switching costs, switching costs are configured as determinants of customer retention, and customer retention is positively influenced by service provider reputation in a relational context.
23 citations
TL;DR: The authors synthesize foundational theories from social and behavioral sciences that have contributed to an understanding of relationship marketing, and synthesize their findings into a conceptual model that examines the systematic dimensions of the field.
Abstract: In the 20th century, the scholarly study of human relationships both grew dramatically and simultaneously fragmented into various disciplines and subdisciplines. Although diversity of thought is generally considered helpful for the evolution of scientific fields, the value accrued from interdisciplinary discourse depends on the ability of scholars to integrate multiple perspectives and synthesize foundational works in a systematic manner. The goal of this study is to synthesize foundational theories from social and behavioral sciences that have contributed to an understanding of relationship marketing. In seeking to provide a holistic understanding of the field, we incorporate contributions from the disciplines of marketing, management, psychology, and sociology. In building on our analysis, we synthesize our findings into a conceptual model that examines the systematic dimensions of relationship marketing. The article concludes by identifying key themes for contributors to the Journal of Relationship Mar...
22 citations
TL;DR: In this paper, the authors focus on customer retention through the existing relationship of a banking service provider with its customers, taking into account customer satisfaction, value, service provider reputation, and trust as key drivers of customer retention.
Abstract: This article focuses on customer retention through the existing relationship of a banking service provider with its customers. A theoretical model was tested with banking service natural person customers taking into account customer satisfaction, value, service provider reputation, and trust as key drivers of customer retention. A multivariate statistical approach with structural equation modeling was used. Results indicate that the theoretical model has acceptable fit, confirming that customer satisfaction positively affects perceived value by customers; perceived value is a key driver of trust through service provider reputation; service provider reputation is important in the studied context; and customer retention is positively affected by trust in the service provider.
16 citations
TL;DR: Using the relationship marketing framework as a lens, this article explored how institutions are employing the social media platform Pinterest and found that the tool is not being employed in a manner consistent with user expectations.
Abstract: Colleges and universities have increasingly looked toward social media as a means of engaging with stakeholders. Using the relationship marketing framework as a lens, this study explores how institutions are employing the social media platform Pinterest. Content analysis of the types of college and university pins being used and their relationship to the number of user repins suggests that the tool is not being employed in a manner consistent with user expectations. Our findings suggest that some colleges and universities need to reevaluate their social media plan to acknowledge the different audiences, uses, and functionality of specific social media platforms. Limitations and future directions for research are discussed.
14 citations
TL;DR: In this paper, the authors examined the impact of several relationship continuity factors (trust, satisfaction, reliability, conflict resolution, and commitment) on customer loyalty in the banking industry and concluded that these factors are positively related to customer loyalty.
Abstract: This article examines the impact of several relationship continuity factors (trust, satisfaction, reliability, conflict resolution, and commitment) on customer loyalty in the banking industry. Based on a sample drawn from customers of an Iranian banking firm, a hierarchical regression model suggests that the relationship continuity factors studied are each positively related to customer loyalty and that conflict resolution, satisfaction, trust, and reliability, respectively, have the greatest effects on loyalty. The findings imply that banks should emphasize relationship continuity factors in their marketing operations in an effort to solidify long-term customer relationships and to better position their firm in customers’ minds.
13 citations
TL;DR: In this paper, the authors examined the impacts of relational marketing bonds on economic and social satisfaction and the role of economic satisfaction in the relationships between relational marketing relationships in the manufacturer-retailer relationship.
Abstract: In the literature on channel relationships, there is a complex and hostile relationship between manufacturers and large retailers, especially given the growing strength of retail organizations in the global context. This study thus examines (a) the impacts of relational marketing bonds on economic and social satisfaction and (b) the role of economic satisfaction in the relationships between relational marketing bonds and social satisfaction in the manufacturer–retailer relationship. This quantitative study presents empirical findings from a survey of 140 large retailers using partial least squares. The results revealed that organizational bonds, but not interpersonal bonds, were crucial in affecting retailers' economic satisfaction. Meanwhile, interpersonal bonds were crucial in affecting retailers' social satisfaction. The results also provided strong evidence of the relationship between retailers' economic and social satisfaction as well as the crucial role of economic satisfaction as a mediator between...
13 citations
TL;DR: In this article, the authors analyzed the influence of different types of relational benefits received by the customer on relationship value and the impact thereof on customer satisfaction in the context of relationships between travel agents and their suppliers.
Abstract: In the context of relationship marketing, it is of great importance for a company to identify elements that contribute most to value creation and thus to customer satisfaction. Among the value antecedents are relational benefits. Although relational benefits have been widely studied in the field of tourism business-to-consumer relationships, they have so far received little attention in the context of relationships between companies. Therefore, this article aims to analyze empirically a model that reflects the influence of different types of relational benefits received by the customer on relationship value and the impact thereof on customer satisfaction in the context of relationships between travel agents and their suppliers. As a result, we identify 3 types of relational benefits with unequal influence on relationship value. In particular, confidence benefits and special treatment benefits emerge as the main drivers of value in the relationship between the travel agency and its main service supplier. I...
12 citations
TL;DR: In this paper, the authors conducted a longitudinal study on the service-loyalty link in the European automotive after sales retail business and found that perceived service quality and other variables are linked to customer behavior through techniques such as partial least squares structural equation modelling.
Abstract: Service quality has been traditionally considered the key to customer loyalty. This is also the case in Spanish automotive after sales service, a highly profitable business with yearly sales of more than €12 billion. This research questions this belief, based on a 17,000-customer sample for 2 brands. Perceived service quality and other variables are linked to customer behaviour through techniques such as partial least squares structural equation modelling. The results show other variables with a greater influence on behaviour, like the vehicle's warranty validity. Consequently, contractual retention strategies (e.g., service contracts, warranty extensions) gain importance versus service strategies. This article is the 1st longitudinal study on the service–loyalty link in the European automotive after sales retail business.
TL;DR: In this article, the authors used chain store settings to confirm pseudorelationships (brand or branch relationship orientations) and investigate customers' attribution of blame, and devised six scenarios to measure customers' attributions of blame.
Abstract: In this study, we used chain store settings to confirm pseudorelationships (brand or branch relationship orientations) and to investigate customers’ attribution of blame. We devised 6 scenarios to measure customers’ attribution of blame: when customers are satisfied with transactions, when service personnel cause dissatisfactory transactions, and when products yield dissatisfactory transactions in industries with both branch-oriented relationships (i.e., hair salons) and brand-oriented relationships (i.e., supermarkets). The results showed that customers’ attribution of blame varies slightly with different relationship orientations and transaction scenarios. To whom customers attribute blame must be understood to effectively mitigate service failures.
TL;DR: In this article, the effect of quality of relationship marketing on cross-buying intentions in the Indian banking context was investigated, and it was shown that the quality of a relationship marketing has both direct and indirect influences on cross buying intentions.
Abstract: This article addresses the gap related to the role of relationship marketing in cross-buying and therefore aims to investigate the effect of quality of relationship marketing on cross-buying intentions in the Indian banking context. Five forms of relationship marketing were considered: relationship advertising, 2-way communications, database marketing, face-to-face contacts, and listening activities. The study also examined the indirect effect of quality of relationship marketing via relationship quality. Survey data from 347 bank customers were analyzed using structural equation modelling to test the proposed relationships. Findings highlight that the quality of relationship marketing has both direct and indirect influences on cross-buying intentions.
TL;DR: In this paper, a mathematical approach linking the explicit financial worth of the paying customer (customer lifetime value) to the implicit social value of the non-paying customer (word of mouth) is developed.
Abstract: Taking paying customers as the point of departure, this article develops a mathematical approach linking the explicit financial worth of the paying customer (customer lifetime value) to the implicit social value of the nonpaying customer (word of mouth). When paying customers talk about their purchases in online social networks, word of mouth is spread from the paying customer to nonpaying customers (who may act on this information by either converting to a paying customer or remaining a nonpayer but spreading more word of mouth). Drawing on graph theory, we propose a conceptual method for calculating the financial value of the word of mouth shared between paying and nonpaying customers in a hypothetical social network (network value). Consequently, an aggregate metric, termed total network value, is also derived as the sum of all network value connections between paying and nonpaying customers in a social network. Implications for strategic marketing decisions and the need for empirical work are discussed.
TL;DR: In this article, the authors explored how relationship quality might mediate the link between transaction cost variables and export performance, and proposed that transaction cost economics and relational exchange theories are complementary rather than competing theories.
Abstract: This study explores how relationship quality might mediate the link between transaction cost variables and export performance. In the proposed conceptual model, relationship-specific assets and uncertainty affect export performance both directly and through relationship quality; survey data from 185 exporting organizations in Bangladesh provide the test of this model. This article thus proposes that transaction cost economics and relational exchange theories are complementary rather than competing theories. These conclusions arise because this study accounts for not only the direct effect of asset specificity and uncertainty on export performance but also their indirect effects through relationship quality, which have not been empirically tested or clarified previously.